Best known as the Opportunity Expert based on my proprietary leadership methodology called, "the immigrant’s perspective” that defines the characteristics to be a 21st century leader. This methodology promotes the idea of leading through a lens of opportunity – that is enabled through a mindset of continuous survival, renewal and reinvention. That if leaders embrace the immigrant’s perspective, they will have a distinct advantage in business by being able to see and seize previously unseen opportunities, and opportunities others don’t see at all. I am a former C-suite corporate executive and entrepreneur of several successful companies – my firm (Glenn Llopis Group) is a thought-leadership, human capital and business strategy consultancy. We enable corporations to develop their leadership identity to further define and implement go-to-market strategies. Most of my writings, speaking engagements and consulting assignments focus on leadership, change management, Hispanics in America, career advancement, marketing diversity management, entrepreneurship, business development and turn-around operations. I am the author of Earning Serendipity: 4 Skills for Creating and Sustaining Good Fortune in Your Work; Why a Personal Employee Brand will Save Your Career and Your Workplace, Preparing U.S. Leadership for the Cultural Demographic Shift, Awakening the Latino Factor and Women Must Dive In, Not Just Lean In. I make frequent appearances on local and national TV, including CNN, Fox, ABC, NBC, and Univision. Circle me on Google+

9/05/2011 @ 9:55AM121,296 views

Why Trader Joe's Stands Out From All the Rest in the Grocery Business

With 344 food stores in 25 states and Washington, D.C, Trader Joe’s is a perfect example of how to gain a competitive advantage in a crowded space by embracing the immigrant perspective. Trader Joe’s first opened its doors in 1967 in Southern California and today their circular vision to food retailing has kept their linear-thinking competitors on the run. In fact, they take pride in not doing (or following) what their competitors do.

At a time of one of the most profound shifts in America’s population, Trader Joe’s has proven how cultural awareness can cultivate business growth, and a grass-roots marketing niche that draws viral consumer activity. As noted in a recent CNN article, Trader Joe’s is a quiet, private and savvy retailer. Their non-conventional culturally-tailored approach and attitude is one that is deeply embedded in the roots of their business model: from their packaging, product selection, store layout and graphics, to their vendors, employees and management. The Trader Joe’s brand is diversity on steroids.

Trader Joe’s is a treasure hunt for their consumers and they take pride in keeping the experience fresh and unique. Originality is their middle-name. From how they rotate product shelves and placement (they will literally change the schematic and traffic flow of their stores 180 degrees), to their unique product selections that are sourced from some of the most unfamiliar lands in the world, Trader Joe’s takes creativity and innovation to another level. Their average store size is 8000 to 12000 square feet and designed to be modular. This feature alone keeps competitors off-balance, because they can’t retaliate. At Trader Joe’s you feel that you are shopping in a high-end farmers market.

Trader’s Joes embodies the entrepreneurial spirit in everything they do (just like their Founding Father, Joe Coulombe). They are fearless in their approach to retailing and they are experts at explaining their unique product offerings to their customers with clever point-of-sale signage on the shelves (that many of their own employees create). Additionally, they offer the most consumer-friendly monthly newsletter, titled The Fearless Flyer that shares recipes, product origin stories and other non-traditional insights that further promote the treasure-hunt experience. They are passionate about introducing something new that in turn challenges potentially new and existing vendors to remain active in their innovation efforts.

Trader Joe’s has mastered their business model, but they are never satisfied. In fact, they are always looking for new ways to push new ideas as they feel a deep sense of responsibility to satisfy their consumers. Their generous purpose is to listen and to carefully respond to the needs of those they serve. In fact, they encourage consumer feedback and ask that consumers complete a simple response card that is available at the front counter of every store. Trader Joe’s is diligent about maintaining the standards of their cultural promise.

Trader Joe’s sees opportunity everywhere, just like the immigrant leader. They will partner with their vendors and create opportunities beyond the obvious. For example, all Trader Joe’s shoppers know about “two-buck chuck.” The $2.00/per 750ml bottle of Charles Shaw branded wine that has been used to introduce a good quality low cost entry price point has attracted new consumers to the category. Trader Joe’s has leveraged the success of the Charles Shaw program (nearing 500 million bottles in sales since its launch) into expanded wine selections that many praise to be one of the best selections amongst food retailers.

Beyond wine, Trader Joe’s shelf-stable, refrigerated and produce selections, while limited, is expansive in cultural variety and selections. This is apparent in the melting pot of consumers that shop at Trader Joe’s. But these product selections are not merely attempts to attract a growing multicultural population. These are intentional forward-thinking strategic decisions to create an authentic and meaningful relationship with the fastest growing consumer groups in America (ie. Asians, Indians, Hispanics, etc.). And it is apparent that Trader Joe’s carefully addresses their diverse consumer needs in their research & development efforts: from product quality, product origin, packaging to the subtle attention to detail that cater to the cultural nuances of this consumer. Trader Joe’s knows these consumer groups are loyal and incredibly viral within their own communities.

If you are a Chief Strategy Officer, small business owner, or entrepreneur that wants to understand the intricacies of how to grow or build a business by committing yourself to a culturally rooted strategy, follow Trader Joe’s. Since they don’t conduct public interviews or share their strategies, just shop the stores and pay close attention. The secrets are all in plain view on the shelves and within their consumer base. Enjoy the treasure hunt and visit their product demonstration stands for a taste of their authenticity!

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Amazing Traders Joes – Having watched several companies ( Southwest Airlines – Ikea – TJs ) grow up that are pure plays on the late great Dr Edwards Deming’s statement ” Start a project focused on Quality and overtime Quality goes up and cost goes down. Do the reverse and focus on cost on the opposite happens, Quality goes down and cost goes up.

These companies should be the template of a whole new generation of American industry if we would but listen.

trader joes is winning because it caters,to the single person,all its packets are colourfull and jump out at you,they fill the shelves all day so you dont see empty shelves,they price milk and eggs cheaply prices in trader joe has gone up a lot,fruit is even more expensive than safeways very high prices,trade joes prices hace gone up 25 percent while safeways has gone up 50 percent,i go to food for less owned by kroger i thinki buy milk and eggs in trader joes but the trader joes cashiers give you attitude if you only buy a few things and dont spend a hundred dolars,you dont get much in trader joes for 100 dollars,if i was spending that kind money i would shop at costco,a lot of their food stuff comes from europe as food prices are half american prices,they own discount food store in europe,where they charge about 25 percent of american prices but the quality is not as good,

I don’t know if I agree with this. We just got a Trader Joe’s in our neck of the woods a couple of months ago. They didn’t advertise, didn’t tell anyone who they were, and just had a “grand opening” sign out for like a week.

After about a month, I talked with people and finally figured out that this “Trader Joe’s” was a grocery store. Oh. Who knew? I went in, and 90% of the merchandise was all Trader Joe’s own storebrand. This made me uncomfortable, as I never buy store brands.

I don’t think I’m alone in this, as I went in at 6:00 after work; a busy time for any normal grocers, and there were only three other shoppers in the store.

This was a truly strange (and not enjoyable) shopping experience. I haven’t been back. Perhaps if Trader Joe’s explained to the public who they are, what they do, and why, I would be inclined to try again.

Trader Joe’s sells high quality products. That’s why people go there. There stuff tastes good and much of their prepackaged stuff is somewhat exotic. But most of it is a bit steep, and not really authentic.

Fred Meyer and Costco are doing a good job of also providing quality, albeit less novel products and at great price points. Albertson’s is the opposite, selling “traditional” crap for cheap and struggling to get by.

It’s amusing to see a claim that Trader Joe’s is riding a wave of fast growing consumer groups like “Asians, Indians, Hispanics, etc.” Seriously? When I go to Trader Joe’s it’s white middle classers who like high quality and sometimes exotic food . . . and don’t mind paying top dollar for the latest fad.

Where you will find Asians, Indians and Hispanics in droves is at their respective authentic markets in old strip malls. These mom and pop stores have authentic quality imported products at rock bottom prices – but you’ll have to find the store and struggle through language barriers and labels.

Having shopped all three extensively and a self admitted fanboi of them all, I would say that Fred Meyer’s offers the most conventional retail experience, while Costco is in the middle of sorts. I will note that I tend to buy my shirts and pants at Fred Meyer when I visit Oregon, noting that the have good discount pricing on things that people need, rather than what people want. I think that’s a powerful marketing tool. Ever see an unhappy employee at Costco? Pretty rare if you have seen one. I certainly haven’t. They are paid pretty well given the current industry prevailing wages and many have health insurance, something generally unavailable at other large chains like Walmart and Target. Plus who can resist snacking on all the food demos?

Trader Joe’s is just simply great. I like the fact that they are private. Removes a lot of pressures that can adversely affect a retail organization.